Driving the Business Impact of Market Research Organizations through Global Cross-Unit Collaboration

Features: Metrics, Graphics

Pages/Slides: 22

Delivery Format:
Online PDF Document

ID: 4583

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Corporate: Authorizes use for the entire company for a year and copies can be printed. No limitations for usage inside the company.

Study Overview

Leadership’s role is evident in high-performing market research organizations. The rank of the senior-most executive within a market research organization generally sets the tone for the reach and presence of market research. Senior market research leaders emphasize the importance of confronting a complex management challenge – cross-unit coordination and collaboration - as a cultural hallmark of high performance.

Key TopicsThis document will provide market research leaders with insights and practices on how to work effectively across business, brand and geographic units to drive business impact, influence and efficiency. This 22-page document also includes benchmark survey data, conceptual graphics and executive quotes.

Sample Best Practices

Align your market research staff deployment strategy to reflect your greater need: developing market research proficiency or building rapport with product teams.
*When a market research group is small and technical expertise does not run deep, then a centralized staffing deployment strategy offers significant benefits.

Establish ongoing and systematic communications activities across all market research units to spur exchange of market insights and research best practices.
*Communication intensive benchmark partners described a coordinated schedule of annual events, quarterly meetings, monthly exchanges and weekly meetings.

Share budgets to leverage critical research resources across groups and business units.
*Due to the high cost of some market research databases and resources, procurement initiatives have pressed many units to pursue group purchasing to obtain better unit rates. For some companies, this has spurred budgeting links that reinforce collaboration and sharing.

Methodology
This research originates from a Best Practices, LLC consulting project for a client and is based on interviews and surveys with market research benchmark partners.

For further questions on this research or if your company would like to explore opportunities to work with Best Practices, LLC to conduct customized benchmarking research, contact Tracy Hollister at 919-767-9225.

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STUDY OVERVIEW
The role of the market research function is expanding t... (ID 5115)Companies Profiled: Adler Life Sciences, LLC, Abbott, Charles River, more ...